How Can Internal Communications Enhance Employer Branding?

The world of work underwent a significant shift in the wake of COVID-19, prompting organisations to reassess their strategies for attracting and retaining top talent. Central to this recalibration is the concept of employer branding – how a company presents itself as an employer, showcasing its values, culture, and overall appeal to prospective employees. Despite their critical importance, many organisations grapple with disjointed approaches to employer branding and internal communications.

A significant challenge arises from the disconnect between these two vital functions. While employer branding endeavours to shape the external perception of the organisation as an employer of choice, internal communications focus on fostering engagement and alignment among current employees. Yet, in practice, the lines between these functions often blur, leading to confusion over ownership and missed opportunities for collaboration. Also, where the functions sit makes a difference in the level of support, trust, and resources available.

Read: Employer Branding 101 I First Fix Your Company Culture

The COVID-19 pandemic has reshaped how we work, prompting a need to rethink employer branding strategies. Here are some key trends that reflect the state of work, the workplace, and the workforce.

— Social Media Influence: Job seekers increasingly turn to social media for company information. Glassdoor reports that 50% of them do so.
— Future of Hiring: LinkedIn’s survey of recruiters across 23 countries reveals that employer branding ranks among the top three forces shaping the future of hiring.
— Talent Attraction: Companies are prioritising employer branding efforts to attract talent, with 38% focusing on aligning their brand with retention and showcasing remote and hybrid work environments.
— Employee Influence: LinkedIn notes that employer brand significantly influences job consideration among both individual contributors and managers.

Pivotal to this shift is the role of internal communications, which fosters employee engagement and shapes organisational culture. To stand out in attracting talent, organisations must prioritise their employer brand, with employees at the heart of the engagement.

Employer branding encompasses the benefits associated with employment at a company, including its image and values. While prospective employees are the primary audience, current employees play a crucial role through referrals and advocacy. Even former employees (alums) contribute to promoting the employer brand.

However, research reveals that organisational initiatives are often disjointed, lacking a cohesive approach to engaging with prospective candidates and alums. According to a Universum 2023 study, 78% of respondents believe employer branding is a priority, yet only 60% of CEOs feel they own employer branding, indicating a gap in execution. Little is done to co-create the employer brand alongside employees.

Employer Branding and Internal Communications | Overlap and Opportunities

Employer branding refers to how a company presents itself as an employer, encompassing its reputation, values, and culture. It’s what makes a company unique and attractive to potential employees. Internal communications involve the communication processes within an organisation, including how information is shared, feedback is given, and the organisational culture is nurtured. It ensures that employees are informed, engaged, and aligned with the company’s goals.

Organisations often have disjointed approaches to employer branding and internal communications. They may lack clarity on ownership and fail to involve employees in shaping the employer brand. This can lead to inconsistencies in messaging and missed opportunities to leverage employee advocacy.

Despite the disconnect, there are natural overlaps between employer branding and internal communications. Both aim to engage employees, shape organisational culture, and promote a positive employer image. By aligning efforts, organisations can amplify their messaging and create a more cohesive employee experience.

Partnering for Co-Creation
Understanding Employer Brand Dynamics: Research underscores the profound impact of employer branding on talent acquisition and retention. LinkedIn’s study highlights that an employer brand is twice as likely to influence job consideration compared to the company’s brand alone. Moreover, organisations boasting a robust employer brand experience lower turnover rates, showcasing the tangible benefits of effective branding strategies. Also, a study in Sweden highlights the boundary-spanning abilities of employees as advocates and ambassadors for improving employer branding. By integrating insights from such research, organisations can develop a deeper understanding of how their employer brand influences employee perceptions and behaviours, enabling more targeted and impactful co-creation efforts.

Navigating Workplace Pressures: Gallup’s comprehensive research highlights the myriad pressures facing today’s workforce, from heightened ownership demands to restructuring initiatives and budget constraints. These stressors have precipitated a culture of burnout, underscoring the imperative for internal communications to prioritise employee well-being and foster resilience amidst adversity. By aligning employer branding initiatives with efforts to address workplace pressures, organisations can demonstrate their commitment to employee welfare, promoting a positive employer brand that resonates with current and prospective employees.

Addressing Disconnection Between Leadership and Employees: A glaring disparity persists between organisational leadership and employees, particularly regarding return-to-office guidelines. Gallup’s findings reveal a widespread perception of bias among employees, emphasising the need for internal communications to bridge this gap and cultivate transparency and alignment between leadership directives and employee sentiments. Through transparent and open communication channels, organisations can foster trust and collaboration, bridging the gap between leadership and employees and enhancing the authenticity of their employer brand.

Prioritising Internal Communications: Edelman’s Future of Corporate Communication Study shares the rising prominence of internal communications in shaping organisational culture and driving employee engagement. As Chief Communication Officers and CEOs prioritise internal communications, organisations are poised to leverage this function as a strategic asset in enhancing employer branding efforts. By investing in internal communication platforms and fostering a culture of open and transparent communication, organisations can strengthen employee engagement and alignment with the employer brand, driving positive outcomes for talent acquisition and retention.

By drawing on the strengths of the employer branding and internal communication functions and co-creating solutions with employees, organisations can develop a more holistic and impactful approach to attracting and retaining talent. This collaborative approach not only elevates employee engagement and alignment but also strengthens the organisation’s reputation as an employer of choice in a post-pandemic world.